Marketing the canton in English

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The canton of Zug markets itself to international companies in English. Its economic promotion office publishes brochures, websites and presentations in English that present the canton's advantages in terms that international investors understand: low taxes, a business-friendly administration, a central location, a highly qualified workforce and a high quality of life.¹ The canton also works with the Greater Zurich Area, the regional marketing organisation of the cantons around Zurich, which promotes the region internationally in English.

The marketing message has changed over time. In the decades of the holding privilege, the canton emphasised its low taxes. After the tax reforms of the 2010s and the global minimum tax, it has placed more emphasis on the quality of its administration, its ecosystem of companies and professionals, and its quality of life. The English-speaking environment is part of this message. The canton presents itself as a place where international companies and their employees can work in English and feel at home, while enjoying the stability and security of Switzerland.

Notes

Canton of Zug, Department of Economic Affairs, Economic Promotion, brochure "Welcome Zug: small world – big business" (Business Location Zug), in English, cdn.zg.ch: presents low taxes (combined corporate profit tax rate of about 12 per cent), a free one-stop-shop service for companies, a central location 20 minutes from Zurich, access to the qualified workforce of the Greater Zurich Area and quality of life. Economic Promotion also publishes an English website, economy.zg.ch. ↩

For general information only. This article does not constitute legal or tax advice, does not replace advice on an individual case and creates no lawyer-client relationship. It reflects the legal position as of September 2025.

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Dr Alexander Ressos, TEP

Rechtsanwalt/Attorney-at-Law

I am a Swiss attorney-at-law and also admitted as a solicitor in Hong Kong and in England & Wales, with almost 25 years of experience.

Together with my multilingual team, including Chinese, Japanese, Korean, Russian, Ukrainian and French native speakers, I advise companies and their owners from around the world on the full range of banking, corporate, commercial and tax law matters in Switzerland, including international tax planning, fiduciary services, and legal family office services including immigration & relocation or real estate investments. My practice has a particular focus on clients from growth and frontier markets in Greater China, Central Asia and the Caucasus, the rest of Asia, the Middle East, Africa and Latin America, and I equally advise clients from Europe and North America. Through an affiliated Swiss trust company, we also take care of the incorporation and ongoing administration of their companies and other structures, including accounting, tax returns and corporate secretarial services, and I serve as a professional director where required. With the support of a network of first-class cooperation partners, I also implement solutions worldwide.

My approach is to act as a trusted advisor who works directly with decision-makers, on an equal footing: I start from what you want to achieve and shape every structure, contract and tax decision around your commercial goals and how it improves your after-tax return. As “lawyers who make it happen”, my team and I stay involved until your company is set up, your structure is in place and your transaction has closed, and we remain available for any follow-on work that may be required. You benefit from bespoke solutions and personal attention, and sound, friendly and practical advice. We are not the lowest-cost provider in the market, nor do we intend to be; our aim is to deliver well-founded, proper solutions and excellent value for money.

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Marketing the canton in English

Notes

Setting up or expanding in Switzerland?